Nike has partnered with American media personality Kim Kardashian’s shapewear brand SKIMS for NikeSKIMS, a new brand set to disrupt the global activewear market with bold innovation for women athletes.
The newly formed brand will introduce a range of athletic wear, shoes and accessories in spring 2025 in the US via online channels and a curated assortment of retail locations. The brand will be rolled out internationally by 2026.
Go deeper with GlobalData
Nike consumer, product and brand president Heidi O’Neill said: “We’re energised by the opportunity to build a new brand and shake things up for the next generation of athletes with NikeSKIMS.
“This partnership brings together the best of both brands and unlocks an incredible opportunity to disrupt the industry with our shared passion and commitment to innovation. We will invite even more athletes into sport and movement with product that makes them feel strong and sexy.”
The collaboration will leverage Nike’s prowess in innovation, athletic science and consumer insights along with SKIMS’ proficiency in crafting solutions tailored to a variety of female body types.
Nike states that NikeSKIMS products have been carefully crafted to complement and support the body’s natural contours.
SKIMS co-founder and chief creative officer Kim Kardashian said: “Nike and SKIMS share a deep commitment to innovation, inclusivity and pushing boundaries, driven by an unwavering belief in the power of women.
“This partnership is the culmination of that shared vision, delivering product that is meticulously designed to sculpt and perform for every body. Every single detail has been obsessed over and carefully considered”.
The launch of NikeSKIMS is a strategic extension of NIKE’s ongoing commitment to expanding its offerings for women, underscoring its 50-year support for female athletes.
NIKE’s sportswear designs include Air Max Muse, Air Superfly, the A’One and Sabrina 2.
In October 2024, Nike extended its partnership with the US National Basketball Association (NBA), the Women’s National Basketball Association and the NBA G League.
Nike Women vice-president and general manager Amy Montagne stated: “No footwear or apparel brand delivers the level of support Nike provides to women’s sport and movement. With NikeSKIMS, we’re deepening that support, listening to the voices of our athletes and women around the world and meeting their needs with a unique and disruptive point of view rooted in strength and style — and fuelled by two powerhouse brands known for innovation and cultural disruption.”
